The Role of Reactance in Responses to One-Sided Advertisements: How Health-Related Appeals Backfire Among Restrained Eaters
This research investigates the influence of one-sided advertising appeals on consumers’ food choices. We demonstrate that a one-sided appeal (presenting the negative aspects of indulgent consumption) creates reactance among restrained eaters, leading them to engage in behavior opposite to that intended by the appeal and choose more indulgent food options.
Nguyen Pham, Naomi Mandel, and Andrea Morales (2013) ,"The Role of Reactance in Responses to One-Sided Advertisements: How Health-Related Appeals Backfire Among Restrained Eaters", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .
Nguyen Pham, Arizona State University, USA
Naomi Mandel, Arizona State University, USA
Andrea Morales, Arizona State University, USA
NA - Advances in Consumer Research Volume 41 | 2013
Don’t Forget the Accountant: Role-Integration Increases the Fungibility of Mentally Accounted Resources
Iman Paul, Georgia Tech, USA
Jeffrey Parker, Georgia State University, USA
Sara Loughran Dommer, Georgia Tech, USA
J13. The Good and Bad of a Delayed Indulgence: Effects on Self-Perceptions and Purchase Satisfaction
Argiro Kliamenakis, Concordia University, Canada
Kamila Sobol, Concordia University, Canada
F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada